The number of internet users, who shop online has increased to 54 percent, compared to 50 percent in 2016, according to the “E-commerce in Poland 2017” report prepared by Gemius in cooperation with the Chamber of Electronic Commerce (IGE).
The biggest incentive for online shopping is their 24-hours availability, according to 82 percent of respondents, while 44 percent see it as comfortable and uncomplicated (41 percent). While last year, 43 percent of respondents considered online shopping as risky, this figure dropped to 38 percent this year.
“The number of online buyers is increasing, as is the value of the whole market, and not only in Poland but also in other countries in our region. The Polish e-commerce market is valued at PLN 36-40 billion and it will increase further. Many sellers realized that without mobile shops they have no future on the market. Just like offering fast delivery and customer-friendly return policy is also becoming a norm,” said Marek Molicki from Gemius.
Online shoppers are very well-versed in the online product offering, and their awareness of e-commerce websites and websites is very high – only 17 percent of respondents were unable to list any online stores. The most popular products bought online are: clothing, accessories, accessories and books, records, films. As many as 70 percent of the respondents already bought these products online.
The research also points out a strong ROPO (research online, purchase offline) effect in terms of durable and electronic products such as home appliances, cars, building materials or telephones and accessories. As well as pharmaceuticals that are often checked online and purchased in the traditional way (48 percent of buyers declare such behavior for this category).